Articles by Rocky Cipriano

Rocky Cipriano is a seasoned marketing professional with over 30 years experience in the fields of advertising, marketing and graphic design. He is the author of the best-selling book on brand marketing – Branding Insights for Small Business. He has won numerous awards for his design and advertising work and is a graduate of Parson School of Design in New York City.
InSight Marketing Inc

Rocky Cipriano

In my book, Branding Insights for Small Business, I point out that creativity is marketing’s most underutilized tool. An ad, brochure or website is just a delivery method for a sales message – it’s the creativity in that message that most determines how effectively it performs!

I’ve written in both my books about the importance of naming your business, but in my experience, it’s still overlooked as a critical component of a business’s overall brand image. What you call your business, product or brand can quite literally make you a household name, or an also-ran.

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With all the decorating, gift-giving, and feasting, it’s easy to forget that the holidays are really about spending time with the people (furry or not) that you care about. We wanted to let you know that you are one of the people that we’re most thankful for. Wishing you a safe, restful, and joyous holiday […]

While Pandora has long been the go-to for online radio, market forecasts predict that Spotify will outpace Pandora in listeners by 2022. Pandora’s user base has been slowly declining over the last several years, while Spotify has been growing by leaps and bounds. In 2018 alone, Spotify’s user base saw double-digit growth.

How we search for things online is changing right in front of our eyes. As we move into 2019, we will continue to see search evolve while advertisers scramble to keep up. From desktop, to mobile, to voice, the search engine landscape is constantly being disrupted to provide us with better, quicker answers from any […]

Continuing our education in our client’s field of work is an important part in delivering strategic guidance, especially for crisis communications. As my mentor Barbara Pierce always says about crisis –the worst thing that can happen to an organization is suffering reputational damage because of an issue that should have been foreseen and easily prevented […]

As an agency with a focus on crisis communications, with many clients in the amusement park, tourism, and entertainment industries, we’re always seeking opportunities to expand our industry knowledge, share our expertise and build exciting new relationships. This year, we attended the International Association of Amusement Parks and Attractions’ (IAAPA) Annual Attractions Expo in Orlando, […]

The dictionary defines disruption as problems or disturbances that interrupt an event, activity or process. While often viewed as annoyances and interferences, disruptions are increasingly recognized as benefiting marketers, workplaces and even individual careers, serving as sources of creativity and innovation.

K2 Communications had the opportunity to work on a very important campaign. As most of you know, the opioid crisis has hit unbelievable proportions in the last few years. It is a crisis which affects all walks of life. Race, age or address don’t seem to matter. The FLACRA Opioid Treatment and Response Team Our client, Finger […]

Thought leadership strategy is like climbing a mountain. There's no shortcuts. It takes a lot of time and effort to work your way to the top, but once you're there, you have an amazing view. Plus, you have the advantage of towering over your competitors. But how can you know whether thought leadership is worth […]

K2 had the exciting challenge of rebranding Fairport Savings Bank, a community bank that has now been serving the Rochester area for 130 years. FSB needed a revived brand that conveyed its warm and friendly customer experience and proud local history, while leveraging its modern and competitive product offering. Branding components After research and many […]

Every organization needs a sales function. If you do not have a sales function internally, you need to outsource that function to someone else. But know that sales is the first point of contact that your organization will have with potential customers. Those first customer contacts need to deliver against your brand's promise and personality. If […]

A skilled coach on the field has a game book of several tried and true plays that are designed to maximize the performance of his or her players. In the same way, every brand needs a "game book" of lead generation tactics to maximize the effectiveness of its campaigns. In this post, we will discuss: […]

It is clear to see that people are using the Internet more and more as each day goes by. It is rare to see people without a smartphone in their hand, as it is an accessory that has gone from being a luxury to feeling essential in today’s world. More tasks can be done online, […]

What is word of mouth marketing? And what makes it such a powerful tool? Let's start with an example. Say you catch an ad on social media for a new product. It claims to be the best of its class and will transform your business. With such outsize claims, you're likely to dismiss the product […]

In the good news department, I am honored to have been named a top digital marketing influencer by Fit Small Business and humbled to be included among such outstanding marketers. Congrats to these top digital influencers: Michele Linn Chad Pollitt Alan Bleiweiss Vanessa DiMauro Andrew Pickering and Pete Gartland Mark Asquith Dhariana Lozano Mark Traphagen […]